Episode 64

Marcus Collins: Creating your culture

Available on these channels and more

​What dictates meaning?

Cultural engagement plays a critical role in influencing people to think and act differently. It can be the difference between meaningful or transactional relationships. To be successful in marketing we need to understand people’s values and beliefs more deeply, and how we can then appeal to them.

My guest in this episode is Marcus Collins, someone who has done this for a living for years working with some of the world’s top brands, including Apple and Beyoncé. He argues that if a brand wants people’s custom it requires trust, intimacy, and being part of their congregation and tribe.

He also discusses the meaning of culture, his tips for ambitious business owners and how they can drive consumption without compromising ethics. Crucially, he also tells CEOs how they can become better storytellers.

You’ll hear about:

  • What does culture mean to Marcus?
  • What goes wrong in traditional marketing?
  • How companies build trust
  • How brands maintain trust
  • How could Marcus’ work apply to organisations?
  • Three tips for ambitious business owners
  • Driving consumption whilst being ethical
  • How CEOs can become better storytellers
  • How disruptive is Marcus’ thinking?
  • Marcus’ advice to people looking to do big things
  • Working as head of Beyonce’s digital strategy
  • Marcus’ congregations and tribes
  • Marcus’ best day

The best bits of these conversations are captured in my newsletter Strategic Leader.

More about Marcus

Dr Marcus Collins is an award-winning marketer and cultural translator with one foot in the world of practice — formerly serving as the Chief Strategy Officer at Wieden+Kennedy New York — and one foot in the world of academia — as a marketing professor at the Ross School of Business, University of Michigan.

Prior to his advertising tenure, Marcus began his career in music and tech with a start-up he co-founded before working on iTunes and Nike sport music initiatives at Apple and running digital strategy for Beyoncé.

“Trust is the mechanism that absorbs uncertainty.”

Dr Marcus Collins

VIEW RUNNING ORDER

03.32 What does culture mean to Marcus?
07.52 What goes wrong in traditional marketing?
12.12 How companies build trust
15.45 How brands maintain trust
18.59 How could Marcus’ work apply to organisations?
21.19 Three tips for ambitious business owners.
25.24 Driving consumption whilst being ethical.
29.20 How CEOs can become better storytellers.
32.42 How disruptive is Marcus’ thinking?
36.07 Marcus’ advice to people looking to do big things.
38.00 Working as head of Beyonce’s digital strategy.
39.41 Marcus’ congregations and tribes.
43.00 Marcus’ best day.
Alex Edmans: Dealing with lies

Alex Edmans: Dealing with lies

Pia Lauritzen: Connecting through questions

Pia Lauritzen: Connecting through questions

Frances Frei: Fixing hard problems fast

Frances Frei: Fixing hard problems fast

Aga Bajer: Cracking the code on culture

Aga Bajer: Cracking the code on culture

Holger Nils Pohl: Tackling complex problems using visual thinking

Holger Nils Pohl: Tackling complex problems using visual thinking

Paolo Gallo: Mastering your inner journey

Paolo Gallo: Mastering your inner journey

Herminia Ibarra: Mastering career transitions

Herminia Ibarra: Mastering career transitions

Alison Taylor: Taking the Higher Ground

Alison Taylor: Taking the Higher Ground

Morra Aarons-Mele: Turning anxiety into your superpower

Morra Aarons-Mele: Turning anxiety into your superpower

Share This